McDonald's
Using customer insights and heat maps to design emails that convert from open to order!
From Data Points to Dinner Plans: Engineering a Personalised CRM Engine
1. The Objective
McDonald's in Western and Southern Saudi Arabia, a clear market leader, possessed a massive, underutilized asset: a rich database of customer purchasing habits from their app and loyalty programs. The challenge was not a lack of data, but a lack of activation. The objective was to transform their generic email marketing into a sophisticated, data-driven CRM program that could increase visit frequency, boost customer lifetime value, and drive measurable, incremental sales.
2. The Challenge & Insight
In a highly competitive food and beverage market, loyalty is earned through personal connection. One-size-fits-all promotions were becoming invisible. Our core insight was that the customer data held the key to unlocking predictive personalization. We could see not just what people buy, but could predict when they were likely to buy again, what they might buy next, and which specific offer would be most effective.
The opportunity was to stop broadcasting and start conversing—using AI to turn millions of data points into thousands of personalized, 1-to-1 connections.
3. The Esoteric Approach & Execution
We engineered a smart, self-optimizing CRM system designed to make every communication feel personal and relevant.
- AI-Powered Customer Segmentation: We integrated our proprietary AI models with the existing customer database. This allowed us to move beyond basic segments and create dynamic, predictive micro-clusters like "Weekend Breakfast Families," "Afternoon Iced Coffee Regulars," and "Likely to Churn Customers."
- Predictive Offer Engine: We developed and deployed a custom engine that matched the most compelling offer to each micro-segment. The system learned in real-time which deals (BOGO, % off, free item) worked best for different user types, maximizing redemption rates while protecting profit margins.
- Dynamic Email Content Assembly: We designed advanced, modular email templates. These templates automatically populated with content based on individual user data—featuring their favorite meal, referencing the time of day they typically order, or highlighting events at their most-visited Jeddah branch.
- Automated Customer Journey Mapping: We built intelligent, automated email flows for the entire customer lifecycle. This included a welcome series for new app users, a powerful re-engagement campaign for lapsed customers, and an exclusive rewards track for the most loyal patrons.
The Results
By transforming their data from a passive resource into an active revenue driver, we delivered significant and measurable growth:
- 35% Increase in email-driven revenue within the first year.
- 50% Higher Redemption Rate on personalized offers compared to previous generic email blasts.
- 25% Reduction in Customer Churn for loyalty members targeted by our re-engagement campaigns.
- Established a Scalable CRM Blueprint that turns customer data into predictable sales, solidifying McDonald's market leadership through intelligent personalization.
